Objectives of the study program:

• То acquire knowledge about the marketing concept and marketing instruments and their importance in the operation of modern businesses and organizations.
• То acquire knowledge about consumer behavior, methods used in marketing research, marketing strategies and tactics, innovation management, digital marketing, and social media marketing and their creative application in practice using appropriate online and offline tools for design, implementation, and monitoring and control of the results of marketing activities.

With the development of companies and especially with the development of the Internet and social media, companies face the challenge of adapting to those changes and being generators of change. To keep up with the competition in the domestic and international market, regardless of whether they are present offline and/or online in the market, defining the best marketing strategy and building a desired position of the brand in the market is crucial for achieving business success. For this purpose, companies should apply a holistic marketing approach and successfully implement activities related to marketing planning, marketing research, defining appropriate product and innovation strategies, distribution strategies, pricing strategies, and integrated marketing communications, as well as focus on creativity, digital marketing activities, and social media marketing activities. For operations both in the domestic and foreign markets that are becoming easily accessible through the Internet, it is especially important for companies that employees are trained in the application of the marketing concept through the effective use of all available offline and online marketing tools and techniques. This creates a need for a study program for the first cycle of studies in the field of marketing, which will offer appropriate knowledge, competencies, and skills from offline and online marketing. Such knowledge, competencies, and skills are necessary for all those engaged in business companies as brand managers, account managers in marketing agencies, market analysts, marketing research specialists, product development managers, digital marketing specialists, social media marketing specialists, marketing managers, marketing communications specialists, public relations specialists, pricing specialists, customer relationship management specialists, etc., but also for those engaged in public sector institutions who are closely related to the operation, regulation, and control of audio and audiovisual media, online media and electronic communications in general, with monitoring the market, attracting foreign investments, as well as in the area of public communication and public relations. Also, with the acquired knowledge and skills, students are trained to start their businesses that will offer services in the field of marketing. At the same time, the acquired marketing knowledge and skills enable students to make a scientific-professional and independent analysis and evaluation of the implemented marketing campaigns to monitor the results and propose measures for more efficient and effective implementation of future marketing campaigns, that is, it enables them to critically evaluation of presented ideas, offering original solutions and successfully dealing with every task set in the field of marketing in everyday work and living.

The study program in Marketing is structured in a way that enables the acquisition of knowledge and qualifications from offline and online marketing. After completing the first cycle of studies in marketing, students will acquire knowledge, skills, and competencies that will enable them to engage and advance in several career disciplines: market analysis, consumer behavior analysis, marketing research, marketing planning, marketing decision-making, analysis and evaluation of brand position, offline and online communication media, etc.

Through the knowledge acquired in the marketing study program, students will be prepared for a successful career in both the private (business) sector and the public sector. A career in the public sector refers to various regulatory agencies (Agency for Audio and Audiovisual Media Services, Agency for Electronic Communications, Agency for Foreign Investments and Export Promotion, etc.), ministries (especially economic departments), but also all other ministries in the communication and public relations sector. A career in the private sector refers to marketing agencies, digital marketing agencies, market research agencies, telecommunications companies, banks, and other financial institutions, in the marketing departments of private trading companies from various sectors, as well as establishing and building own

company through the application of acquired knowledge and skills in the field of marketing. Also, considering the application of the marketing concept in the non-governmental sector, the knowledge gained in this study program can be successfully applied to non-governmental organizations as well as international organizations and institutions.